It’s 2018, and as further proof that we’re already living in the future, what’s more fashionable than drones? Drones with handbags, according to Italian luxury fashion house Dolce & Gabanna, which sent a bunch of flying drones down its runway during the house’s fashion show in Milan on Sunday.

Audience members were asked to turn off Wi-Fi on their phones, as well as any personal hot spots. The show was also 45 minutes late to start, and now we know why.

Seven or so drones flew down the runway, each carrying a leather and jewel-encrusted handbag from the company’s latest Fall Winter 2018/19 collection. Once the drones were done, human models returned to show off D&G’s clothes, proving that perhaps humans aren’t obsolete after all.

Helen is the key contributor and editor of This is Retail. Featured as a key influencer in Adnews 40 under 40, Helen is considered to be one of the leading retail creative minds in Australia. Not only was she instrumental in building the ALDI brand in Australia and creating the Smarter Shopping positioning, but she is also the creative brains behind rolling Rebel Sport's new positioning into the market. She is a regular participant in the Westfield Retail Study Tour, and contributor on retail best practice.
Helen is currently the ECD of Retail at CHE Proximity and Co-founder of Rhubarb&Custard, a specialist retail and digital communications agency.